Post by account_disabled on Mar 16, 2024 4:07:14 GMT
The River Island challenge at London Fashion Week Fashion brand River Island 's vision to lead the world of fashion through investment in technology has never been more evident. London Fashion Week is one of the key events in the company calendar with the eyes of the world firmly positioned on the catwalks, designers, celebrities, models. To create a sensation, the brand has created a partnership with Google, creating a campaign on Google Plus Hangouts (which allows you to make video conferences and video calls) and the virtual platform Google Cardboard (a Google app that allows you to transform your mobile phone into a viewer of the virtual reality). The motivation behind this campaign is to gain public relations coverage through influencers at London Fashion Week, and shift focus to retail at River Island, which is an authority in the field, through technology.
Google Hangouts live comments have been crucial in gaining awareness and reaching a wider Find Your Phone Number audience. The primary target audience was the global fashion world and the participants of London Fashion Week 2016 which includes designers, bloggers and celebrities. The secondary target was the general public who might take note of the viral effects of the campaign. Although an established retailer, River Island competes with stores such as Zara, H&M and Gap. Not only do these competitors have a larger number of stores, but they also have a larger budget for public relations and marketing available. As a result, the company relies heavily on influence through friends who share outfits on platforms like Whats'app or Instagram.
River Island tried to create a relationship with the public through an immersive experience also via mobile. The individual consumer's experience with the mobile phone was very important to his strategy as long as the Google Cardboard glasses were purchased together. River Island was able to push consumers into the stores and attract their interest in the brand. The strategy in detail The strategy was simple: generate positive discussions about the brand through a content-focused approach. When today's buyers leave their homes they check three things: their keys, their wallet and their phone.
Google Hangouts live comments have been crucial in gaining awareness and reaching a wider Find Your Phone Number audience. The primary target audience was the global fashion world and the participants of London Fashion Week 2016 which includes designers, bloggers and celebrities. The secondary target was the general public who might take note of the viral effects of the campaign. Although an established retailer, River Island competes with stores such as Zara, H&M and Gap. Not only do these competitors have a larger number of stores, but they also have a larger budget for public relations and marketing available. As a result, the company relies heavily on influence through friends who share outfits on platforms like Whats'app or Instagram.
River Island tried to create a relationship with the public through an immersive experience also via mobile. The individual consumer's experience with the mobile phone was very important to his strategy as long as the Google Cardboard glasses were purchased together. River Island was able to push consumers into the stores and attract their interest in the brand. The strategy in detail The strategy was simple: generate positive discussions about the brand through a content-focused approach. When today's buyers leave their homes they check three things: their keys, their wallet and their phone.